Drinkies is the retail arm of Al Ahram Beverages Company (ABC), the leading beverages group in the Middle East, which is owned by Heineken. Despite the success of its call centre for handling customer orders, the lack of integration between its retail outlets and call centre meant it was difficult for ABC to effectively manage the disparate areas of its business. Since implementing an integrated system of Microsoft Dynamics CRM and Microsoft Retail Management System, it has transformed the running of its business. It has been able to introduce new control measures across the business, which has led to cost savings of up to 20 per cent and cut customer delivery times by 50 per cent.
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